Malden Launching Campaign To Make Outdoor Recreation More Equitable

MALDEN, MA — The City of Malden has announced that it is launching an awareness campaign designed to make outdoor recreation more accessible and equitable for all Maldonians.

The campaign, which will begin this month, will utilize advertising and a website —due to launch next year— highlighting outdoor activities available within Malden.

The campaign also will showcase where to participate in these activities, how to join groups that participate in these activities, how to hire guides for outdoor activities, and what local businesses cater to participants in outdoor activities.

"In Malden, we're fortunate to have access to the beautiful trails of the Middlesex Fells Reservation, Waitt's Mount, and much more," Malden Mayor Gary Christenson said. "We look forward to The Great Malden Outdoors promoting activities and programs that will inspire residents to spend more time outdoors and take advantage of all that Malden has to offer."

The Great Malden Outdoors campaign is being conducted in collaboration with First Seed Sown, a Black, Indigenous, and People of Color (BIPOC)-owned Malden-based marketing agency.

According to organizers, one of the goals of the campaign is to reduce the "Adventure Gap," by encouraging more outdoor adventure within minority groups that statistics indicate participate in these activities less than non-minority groups.

Organizers said this element of the campaign is especially important given that Malden is one of the most ethnically diverse cities in Massachusetts, with 70 languages spoken and 56 percent of the city's residents identifying as BIPOC.

According to the Outdoor Industry Association (OIA), which coined the phrase the Adventure Gap, statistics indicate that members of the Hispanic/Latinx community make up about 19 percent of the U.S. population. However, according to OIA's Annual Participation Report, members of the Hispanic/Latinx community only make up about 11 percent of people who participate in outside adventure activities.

Meanwhile, OIA statistics indicate that Caucasians (non-Hispanic) make up 58 percent of the U.S. population, but the group accounts for 72 percent of people who "recreate outside in the U.S."

"As someone who grew up in the Greater Boston area, I had no idea activities like rock climbing or bird watching even existed in my neighborhood. It wasn't until I landed my first office job with an outdoor gear company in West Concord that I was exposed to these activities and began to enjoy them regularly," said Darren Josey, Founder and CEO of First Seed Sown.

Josey continued: "The goal with creating these outdoor enablement campaigns for cities is to get more residents outside and enjoying the outdoors, reducing the Adventure Gap, and creating more stewards for these wonderful natural public spaces."

In addition to creating advertising materials, First Seed Sown also is expected to reach out to community groups in Malden to learn more about barriers keeping members of those groups from enjoying the great outdoors.

The marketing agency said it then plans to deliver a report to city officials about its findings, while also taking action to understand, reduce and remove physical barriers to outdoor recreation.

According to officials, some of these barriers to outdoor recreation might include the lack of a crosswalk leading to a trailhead or signs available only in English.

Additionally, some Malden High School students will be selected to work on the Great Malden Outdoors campaign alongside paid professionals. According to organizers, this will help expose the students to outdoor recreation opportunities within the city and possibly kickstart a career in the outdoor industry.